Reply to thread

Message

<blockquote data-quote="John Roberts" data-source="post: 133117" data-attributes="member: 126">Re: New Midas M32 ConsoleI don&#039;t mean to burst anybody&#039;s bubble but successful brand management means optimizing several different aspects. In the case of higher and lower brands selling similar product the work is to increase the &quot;perceived&quot; value of the lower brand by association without diluting the perceived value of the higher brand. While not overtly deceptive, there is some sleight of hand involved in delivering subtly different messages to both customer groups. Less visible is the implicit goal to maximize total company revenue and profit. If the low brand is grossing 100x the volume of the high brand a little slippage of the high brand is tolerable when the books get balanced at the end of the year. I have seen the juggling act involved and IMO Behringer is doing a decent job of extracting value from their portfolio of brands (and I don&#039;t enjoy handing out such compliments). Customers generally &quot;want&quot; to believe that more expensive SKUs are better so sometimes saying less and letting the customer&#039;s imagination assume the best works well.Of course in brand management like anything else opinions vary.JR</blockquote>

[QUOTE="John Roberts, post: 133117, member: 126"] Re: New Midas M32 Console I don't mean to burst anybody's bubble but successful brand management means optimizing several different aspects. In the case of higher and lower brands selling similar product the work is to increase the "perceived" value of the lower brand by association without diluting the perceived value of the higher brand. While not overtly deceptive, there is some sleight of hand involved in delivering subtly different messages to both customer groups. Less visible is the implicit goal to maximize total company revenue and profit. If the low brand is grossing 100x the volume of the high brand a little slippage of the high brand is tolerable when the books get balanced at the end of the year. I have seen the juggling act involved and IMO Behringer is doing a decent job of extracting value from their portfolio of brands (and I don't enjoy handing out such compliments). Customers generally "want" to believe that more expensive SKUs are better so sometimes saying less and letting the customer's imagination assume the best works well. Of course in brand management like anything else opinions vary. JR [/QUOTE]

Verification